Amazon is finally rolling out its big Fire TV redesign in the US, which looks a lot like Google TV.
The company announced this major overhaul at CES 2026, and it’s already hitting some devices, including the Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd Gen), and the Fire TV Omni Series Mini-LED TVs in the US.
Don’t worry if you have a different model; others will start getting the update this spring, as confirmed by Amazon.
The new interface definitely takes its cues from Google TV. You’ll find navigation right across the top, a big featured content section, recommendations lined up below that, and your installed apps in a simple, horizontally scrolling list.
The layout is almost a mirror image of Google’s approach, making Fire TV feel super familiar and more like its main competitor than ever.
Amazon said that the primary goal was to achieve a design that is “cleaner, faster, and better organised.” The initial reception to this significant update has been largely positive, suggesting that the company successfully met its objectives.
A key change is a more streamlined visual aesthetic that enhances usability and simplifies navigation. The new layout effectively puts a spotlight on featured content, which aids content discovery, and notably simplifies the process of accessing installed applications.
This structural improvement addresses and significantly reduces the clutter that was often associated with the platform’s previous design.
The adoption of the Google TV style is a shrewd move, strategically appealing to users already familiar with and appreciative of Google’s ecosystem. This is simultaneously a vital step for Amazon to remain competitive in the rapidly evolving streaming device market.
This rollout marks a significant shift for Fire TV. While the platform keeps its own ecosystem and deep Alexa integration, the visual resemblance to Google TV is impossible to ignore.
Essentially, US Fire TV users are now getting the same design language as Google’s offering, blurring the lines between the two streaming giants.
